The 11 BEST Lines In Direct Marketing –Jeff Dobkin
Like old friends, these lines are of great value to have at your side. This reoccurring arsenal of words is a center point in all successful campaigns.

"Gift Certificate Enclosed"

How many times have I said this? Whew, a favorite line for getting clients’ direct mail packages opened.

"Free Offer Inside..."

This works almost as well. When a gift certificate just won’t suffice in a business-to- business mailing And more often than not, the other writing on the envelope is:


There’s a saying in Direct Mailville that states you must tell the recipient exactly what you want him to do for the best chance of having him do exactly what you want.

"Just Call and Get"

How many times have I said this phrase? Hmmm, nope, can’t count that high. I mix it in with one of my other key phrases:

"Call us TOLL FREE..."

In a copywriting assignment for an envelope printer, I asked readers to call 16 times in a 2-page letter. 16 times in one letter! So don’t feel bad about asking customers to call three times on the same page.

"Dear Colleague"

It’s one of my favorite salutations. So much better than "Dear reader," which is always my last choice. And who’s to say your reader isn’t a colleague in some fashion.

"...and Friend"

I like to offer this phrase after the salutation, to make it friendlier and more personal. About 50% of my letters have these two words after the opening salutation.

"Thank You."

You know, you can never say "thank you" enough to your customers. Never.

"Thank you for your kind referral."

One of the best ways to get business is through referrals. One of the best ways to get more referrals is to send a thank you letter to the person who made a referral. No, a phone call is not the same. When you hang up after a phone conversation you cease to exist. A letter, well, that can hang around for a while - to be appreciated over time.

"New Product Offers Benefit!"

This formula is unusual in that it works almost everywhere. In direct mail, it’s a safe bet for envelope teaser copy, especially when coupled with the three great lines at the top of this article. New product offers benefit also is one of the best, time-tested formulas for the headline of ad, or a press release headline.

"Free Booklet offer for how-to information."

This headline attracts readers with a free offer, but also limits the attraction to the specific market segment you are targeting to better quality respondents.


5 Ways To Supercharge Your Letter Copy   -Jim McNamara

Unique Selling Proposition. There has to be some compelling reason that your goods are better than the other ones out there. You, as the creator of your little sales message, ought not only to know what that is, but be able to state it succinctly – and probably use it. It’s not enough that you have a good product that’s pretty much like the other ones in the marketplace. Do you have a feature nobody else has? Is there a problem you deal with that the others don’t? Are you cheaper or faster or better-designed or better-made?

These are the "big questions" that writers of traditional advertising have struggled with for years. In our live-or-die world that demands we get immediate results from our copy, they’re doubly important.

Tighter Is Better

By the time you’ve finished, you’re in love. That poeticwording, the way you built your sales argument, the clever way you used that problem-solution setup are priceless, aren’t they, destined to live forever in the Direct Response Hall of Fame. Now cut them.

Get To The Point

Here’s a rule of thumb I use: If you’re not showing and saying the name of the product by about 10 seconds into the call to action (CTA), you’re wasting time. Busy prospects need you to get to the meat of your little coconut sooner. Besides, if you don’t, you’ll never have time for all the rest of your points before the fade out.

Testimonials, Anyone?

Oftentimes, it’s the average, ordinary man or woman and for good reason: He or she has actually plunked down money and used the product in the real world to solve their own real needs. They know what they’re talking about, and so they’re the ones who often sell it the best.

Make It Visual

Selling is often verbal. I mean, in the end, what we’re really doing is "talking people into buying, right? The best copy blends two worlds into one powerful whole. They show and tell powerful points about their product. They are interesting to look at and convincing to read.


7 POWER WORDS     -Ad Secrets 98
Time-tested terms to make your ad copy sell like crazy

1. SALE: This word will always demand attention regardless of how overused it may seem. A sale means lower prices. Lower prices mean a unique buying opportunity.

2. FREE: This is one of the most powerful words in the world of commerce. The idea of getting something for nothing is a major motivating factor. It attracts readers and builds anticipation.

3. NEW: Everybody is interested in something new and exciting. The word practically requires the reader to keep reading.

4. BREAKTHROUGH: This one’s used when indeed there is some-thing about what you are selling that represents a major new idea or an adaptation of a new approach to an old idea or product.

5. MIRACLE: People want to believe in miracles, a miracle solution, a miracle product, a miracle opportunity. This word will perform miracles on your ad copy.

6. CLOSEOUT: It gives you a strong way of getting across a bargain opportunity. This word has a sense of urgency attached to it that just calls out for action.

7. BARGAIN: It too says that there is a price concession that makes a product or service appeal to a very broad audience. People love bargains. And by linking your offer to the word bargain, you are establishing your value as well as your product features.


Every Marketing Piece Should
Adhere To These Seven Principles
Legendary adman Hanley Norins used to tell his advertising and marketing staffers that every promotional piece they wrote needed to be built on seven principles. You would do well to follow these principles when writing your own marketing copy:

1. The material must have intrinsic drama that appeals to everyone. Your ads and marketing pieces should attract many people–outside your target audience. For example, if your ad is aimed at men, and females respond to it, it has intrinsic drama.

2. The material must demand participation from readers. It has to make them do something – call a number, go to a store, and so on.

3. The material must elicit an emotional response. Something in the ad must make your readers feel passionate.

4. The material must make people curious. Your readers should want to know more once they are finished reading the material.

5. The material should surprise the audience. An eye-grabbing headline, an unusual visual image, or a strange opening sentence are just some of the ways you can surprise your readers.

6. The material must communicate expected information in an unexpected way. Think of fresh, creative ways to get your information across.

7. The material must violate the "rules" of the product category. In order to make your marketing material or ad stand out, you have to bend and/or break rules. People notice material that goes against what everybody else is doing.

– Adapted from The Young & Rubicam Traveling Creative Workshop,
by Hanley Norins (Prentice Hall)